The Complete Guide to Google Ads Extensions (Assets): Types, Examples & Best Practices

Google Ads extensions—now called Google Ads assets—help advertisers make Search ads more useful by adding extra links, business information, images, phone numbers, prices and other relevant details. When eligible, these assets can give potential customers more ways to interact with an ad and reach the information they need.

For businesses investing in paid advertising, understanding Google Ads assets is an important part of building effective campaigns. The right combination can improve ad relevance, support lead generation, help users navigate to relevant landing pages and make campaign performance easier to optimise.

In this complete guide, you will learn about the major types of Google Ads assets, when to use each one, how to set them up, examples for lead-generation campaigns, common mistakes and advanced optimisation techniques.

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What Are Google Ads Extensions?

Google Ads extensions, officially referred to as assets, are additional information and interactive elements that can appear with an advertisement. Depending on the campaign and asset type, they may include links to specific website pages, business phone numbers, location details, product images, promotions or lead forms.

For example, a digital marketing institute advertising a course could use sitelinks to direct prospective students to its curriculum, course fees, programme details and enquiry page. Callouts could highlight practical training or live classes, while a lead form asset could help interested users submit their contact information directly from the ad.

Google determines which eligible assets to display based on factors such as the user’s search, the ad’s position, Ad Rank, available space and the expected usefulness of the assets.

Important: Adding an asset does not guarantee that it will appear every time an ad is shown, and there is no universal CTR improvement percentage that applies to every advertiser. Results depend on the campaign, audience, offer, competition and landing-page experience.

Why Are Google Ads Extensions Important?

Assets can help advertisers provide useful information before a potential customer clicks. They can also make an ad more prominent and give users additional ways to interact with the business.

Key benefits include:

1. More relevant information

Sitelinks, callouts and structured snippets help users understand what a business offers before visiting its website.

2. More ways to convert

Call assets can encourage phone enquiries, location assets can support visits to physical premises, and lead form assets can collect information from eligible users.

3. Better ad visibility

Eligible assets can increase the amount of useful information displayed alongside a Search ad. However, the number and appearance of assets depend on Google’s serving systems and the available ad space.

4. More relevant website traffic

Well-written sitelinks can direct users to specific pages rather than forcing everyone to visit the same landing page. This can help users find relevant information faster.

5. More opportunities to optimise

Advertisers can review asset performance alongside campaign, keyword, search-term and conversion data to identify areas for improvement.

Google recommends using relevant asset types and provides guidance on selecting assets based on campaign objectives. Read the official Google Ads guide to assets.

Types of Google Ads Extensions (Assets)

The most useful assets depend on the business model, campaign objective and type of customer action required. Below are the major asset types advertisers should understand.

1. Sitelink Assets

Sitelink assets add links to specific pages of a website beneath an eligible Search ad. They allow users to navigate directly to relevant information.

Example for an educational institute:

• Course Curriculum
• Programme Details
• Fees and Eligibility
• Contact Admissions

Best practices:

• Create at least four useful sitelinks where appropriate.
• Use distinct destination URLs that match each sitelink’s wording.
• Keep link text short and descriptive.
• Add descriptions when useful and eligible.
• Avoid sending every sitelink to the same generic page.
• Check that each destination works on mobile devices.

For example, an advertiser promoting a performance marketing programme could link directly to its course curriculum rather than sending every user to the homepage.

2. Callout Assets

Callout assets display short, non-clickable text that highlights important business features or benefits.

Examples include:

• Live Online Classes
• Practical Campaign Training
• Industry-Relevant Curriculum
• Flexible Learning Schedule
• Dedicated Career Support

Callouts should communicate genuine benefits and should not simply repeat the main ad headline.

Best practices: Use concise phrases, avoid unsupported promises, and choose callouts that apply to the campaign being advertised. Google commonly recommends adding at least four callouts where relevant.

3. Structured Snippet Assets

Structured snippets display a predefined header followed by a list of relevant products, services or categories. Unlike callouts, they are designed to describe what a business offers rather than make broad promotional claims.

For example, an eligible advertiser could use a relevant predefined header such as Courses and list:

• Digital Marketing
• Performance Marketing
• Marketing Analytics
• Marketing Automation

Select a header that Google supports and ensure the listed values accurately describe the offering.

Best practices:

• Choose the most relevant available header.
• Keep each value concise and factual.
• Use multiple relevant values where permitted.
• Do not use the snippet to make claims about discounts, rankings or guaranteed results.

4. Call Assets

Call assets display a phone number or call button with eligible ads, making it easier for users to contact a business.

They can be especially useful for businesses where enquiries are often completed over the phone, such as admissions teams, professional services, local businesses and high-consideration purchases.

Best practices:

• Use a monitored business number.
• Schedule call assets during hours when calls can be answered.
• Configure call reporting where available.
• Track meaningful calls as conversions, using an appropriate duration threshold or other qualification criteria.
• Compare the quality and cost of phone leads with website leads.

A high volume of calls is not necessarily a sign of success if most calls are irrelevant or do not lead to qualified enquiries.

5. Lead Form Assets

Lead form assets allow eligible users to submit their information directly through a form associated with an ad, without first visiting the advertiser’s website.

They can be useful for education, consultations, service enquiries and other lead-generation campaigns where the feature and advertiser category are eligible.

Depending on the form configuration and available options, advertisers can request information such as a name, email address, phone number or answers to qualifying questions.

Best practices:

• Ask only for information that is necessary.
• Explain what happens after the form is submitted.
• Link to an appropriate privacy policy.
• Connect lead data to a CRM or approved integration where available.
• Follow up quickly and measure qualified leads rather than form submissions alone.
• Check lead-form eligibility, requirements and delivery options for the target country and campaign type.

For NIDE, for example, a lead form could ask prospective students for their preferred programme and contact details, provided the campaign and form comply with Google’s requirements and applicable privacy rules.

6. Location Assets

Location assets can show information about a business’s physical location and may provide directions or other location-related details.

They are particularly relevant for retailers, restaurants, clinics, educational campuses and other businesses that want customers to visit a physical premises.

Advertisers generally connect eligible business-location information through a supported Google Business Profile or other applicable location setup.

Best practices:

• Keep business addresses and operating hours accurate.
• Connect the correct business locations.
• Review location reporting where available.
• Use location assets only when physical-location information is relevant to the campaign.

A business that operates exclusively online should not add misleading location information simply to make its ads appear larger.

7. Price Assets

Price assets display products, services or categories alongside prices, where supported and eligible.

They can help users understand the available options before clicking through to a website.

For example, a service provider could present eligible service categories with their corresponding prices. An educational advertiser should ensure that displayed fees accurately reflect the relevant programme and applicable conditions.

Best practices:

• Keep prices accurate and consistent with the landing page.
• Use clear descriptions.
• Ensure each linked page corresponds to the item displayed.
• Update assets when prices or offers change.
• Avoid displaying an introductory price without making relevant conditions clear.

8. Promotion Assets

Promotion assets highlight special offers or discounts. Depending on eligibility and configuration, advertisers may specify a relevant occasion, promotional details, dates and other supported information.

They are useful for time-sensitive offers, seasonal campaigns and limited-period promotions.

Best practices:

• State the offer clearly.
• Set the correct start and end dates.
• Ensure the landing page supports the promotion.
• Include applicable terms where required.
• Remove or update expired offers promptly.

Do not advertise a discount that is unavailable to the users targeted by the campaign.

9. Image Assets

Image assets can add relevant visuals to eligible Search ads. They help advertisers supplement text with product, service or brand imagery.

For example, an eligible education campaign might use genuine classroom, workshop or learning-environment photographs that accurately represent the programme.

Best practices:

• Use clear, relevant and high-quality images.
• Follow Google’s current image requirements.
• Use square and landscape formats where supported.
• Keep important subjects visible within the crop.
• Avoid misleading images, excessive text overlays or imagery unrelated to the landing page.
• Test image assets against meaningful business outcomes, not clicks alone.

Google recommends adding multiple relevant images where appropriate. See the official guide to creating effective Search ads.

10. App Assets

App assets provide a route for eligible users to discover or download a mobile application through a supported ad experience.

They are useful for businesses with an Android or iOS application when app installs or app engagement are important campaign objectives.

Best practices:

• Link to the correct application.
• Ensure the app is available to the intended audience.
• Align the asset with the campaign’s objective.
• Measure app installs and subsequent engagement where relevant.

An app asset is unnecessary if the business does not have an eligible app to promote.

11. Business Information Assets

Depending on eligibility and account setup, Google Ads may support business information such as a business name and business logo in eligible ad formats.

These elements can help users recognise the advertiser.

Best practices:

• Use the correct business name and logo.
• Follow Google’s current technical and policy requirements.
• Ensure the business information is consistent with the advertiser’s verified details.
• Use brand assets that are clear at small sizes.

Availability can depend on account verification, campaign type and Google’s serving requirements.

12. Automated Assets

Google Ads can automatically generate or select certain assets when its systems predict they may improve ad performance. Depending on the feature and account, these can include dynamic sitelinks, dynamic structured snippets, automated location assets and other supported automatically created information.

Automated assets can complement manually created assets; they do not remove the need for advertiser oversight.

Best practices:

• Review the automatically created assets available in the account.
• Check destination URLs and messaging for relevance.
• Monitor performance and policy status.
• Review account-level settings if an automated asset is unsuitable.
• Keep website content accurate because automated systems may draw on eligible information about the business.

Do not assume every asset type is available in every account or campaign. Google’s asset features and controls can change over time.

For the current list and controls, consult Google Ads Help: About account-level automated assets.

What about message and review extensions?

Older Google Ads guides often list message extensions and review extensions as standard options. Advertisers should not rely on those older lists as a description of the current product.

Features can be retired, replaced or restricted. Check the current Google Ads interface and official Help documentation before planning a campaign around a particular asset. Do not confuse historical feature names with currently available options.

Google Ads Extensions Example: A Lead-Generation Campaign

Imagine an institute is running a Search campaign to attract prospective students for a performance marketing programme.

The ad’s primary message could focus on the programme and its intended audience. Relevant assets might then include the following:

Asset	Example use
Sitelinks	Curriculum, Programme Details, Eligibility, Enquire Now
Callouts	Live Classes, Practical Training, AI-Integrated Learning
Structured snippets	A supported header with accurate programme categories
Call asset	Admissions team phone number
Lead form	Prospective student’s contact details and programme interest
Image asset	Relevant learning or campaign-practical imagery, if eligible

This combination gives users more information and more ways to enquire. However, only eligible assets are shown, and Google decides which combinations to display in each auction.

The advertiser should then measure the entire lead journey: ad impressions, clicks, enquiries, qualified leads, admissions and cost per acquisition. Optimising only for click-through rate can produce more traffic without producing better business results.

How to Add Google Ads Assets

Google periodically updates its interface, so menu labels may vary slightly. The general process is:

1. Sign in to your Google Ads account.
2. Open the Campaigns section.
3. Select Assets from the relevant menu.
4. Click the plus button to create an asset.
5. Select the asset type you want to add.
6. Choose the appropriate account, campaign or ad group association, depending on the asset and your campaign structure.
7. Enter the required details and destination URLs.
8. Review the asset and save it.
9. Check approval status and monitor its performance after it becomes eligible to serve.

For step-by-step instructions, use Google’s official Add assets guide.

Should you add assets at account, campaign or ad group level?

Choose the level that provides the right balance of consistency and relevance.

• Account level: Useful for business-wide information that applies across many campaigns, where the asset supports account-level association.
• Campaign level: Useful when an asset should apply to a particular campaign or objective.
• Ad group level: Useful when the asset needs to be closely tailored to a specific group of keywords, products or services, where supported.

Avoid attaching highly specific assets at a broad level if they could become irrelevant to some ads. For example, a promotion for one product category should not appear with unrelated campaigns.

Best Practices to Optimise Google Ads Extensions

Creating assets is only the first step. Ongoing optimisation should connect asset performance with campaign objectives and conversion quality.

1. Use all relevant asset types

Google recommends using asset types that make sense for the business and its goals. Sitelinks, callouts and structured snippets are common starting points for Search advertisers. Image assets, calls, locations, lead forms, prices and promotions may also be useful depending on the campaign.

The goal is not to add every possible asset regardless of relevance. It is to give users the most useful information and actions for the specific offer.

2. Match assets to search intent

A person searching for course fees may need a fees or eligibility page. Someone searching for a phone number may prefer a call option. A user searching for a nearby shop may benefit from location details.

Match asset wording and destinations to the user’s likely next step.

3. Keep the message consistent

The asset, ad, landing page and actual offer should tell the same story. Inconsistent prices, expired promotions or unsupported claims can damage trust and may create policy issues.

4. Track conversions properly

Set up appropriate conversion tracking before evaluating asset performance. Depending on the campaign, this may include qualified form submissions, phone calls, purchases, booked appointments or other meaningful actions.

For better measurement, read NIDE’s guide to Google Search Console for organic search analysis and use Google Ads conversion tracking and analytics tools for paid campaign measurement.

5. Evaluate quality, not just CTR

A high click-through rate does not automatically mean an asset is profitable. Review conversion rate, qualified lead rate, cost per qualified lead, sales outcomes and return on ad spend where applicable.

6. Review asset reporting

Use the Google Ads reporting interface to inspect asset status and available performance metrics. Compare performance over meaningful periods and consider campaign changes, seasonality, audience and search intent before drawing conclusions.

7. Maintain accurate business information

Update telephone numbers, prices, opening hours, promotions, logos and destination pages whenever the underlying information changes.

8. Improve the landing page

Assets can help users choose where to click, but the landing page still needs to meet their expectations. A useful landing page should load reliably, work on mobile, explain the offer clearly and make the next action straightforward.

For related technical optimisation, see NIDE’s guide to technical SEO.

Common Google Ads Asset Mistakes to Avoid

• Adding sitelinks that lead to irrelevant or duplicate pages.
• Repeating the same claims in headlines, descriptions and callouts.
• Displaying outdated prices or expired offers.
• Using call assets when calls cannot be answered.
• Collecting leads without a clear follow-up process.
• Treating every click or form submission as a qualified lead.
• Assuming every approved asset will always appear.
• Expecting assets alone to guarantee a higher Ad Rank or lower CPC.
• Ignoring the mobile experience and landing-page relevance.
• Using automated assets without reviewing their accuracy and suitability.
• Making claims about certifications, rankings, placements or results that cannot be substantiated.

How Google Ads Assets Relate to Ad Rank and Quality

Google considers several factors when determining Ad Rank, including the bid, ad quality, context of the search, relevant thresholds and the expected impact of assets and other ad formats.

Relevant assets can contribute to the expected impact of the ad and may help it become more useful to potential customers. However, adding assets does not automatically guarantee a higher ad position, a better Quality Score or a lower cost per click.

Advertisers should focus on the complete campaign: relevant keywords, compelling ads, suitable assets, strong landing pages, accurate conversion tracking and a bidding strategy aligned with the business goal.

For keyword-level optimisation, read NIDE’s complete guide to Google Ads keyword match types.

Advanced Optimisation: AI, Automation and Measurement

Modern paid advertising involves more than writing ads and adding assets. Marketers also need to understand conversion tracking, attribution, campaign automation, analytics and the quality of the data used for optimisation.

An advanced workflow can include:

1. Measurement: Configure conversion tracking and validate that important actions are recorded correctly.
2. Data analysis: Compare performance by campaign, search intent, device, location and conversion outcome where reporting supports it.
3. Lead management: Connect lead forms and website enquiries to a CRM or an approved integration.
4. Automation: Use suitable workflows to route leads, notify sales teams, reduce repetitive tasks and maintain reporting.
5. Optimisation: Use reliable conversion data to improve campaign structure, landing pages, creative assets and bidding decisions.
6. AI-assisted workflows: Use AI tools to support analysis and ideation, while checking recommendations against real performance data and business requirements.

Automation should support sound strategy, not replace it. Poor conversion tracking or inaccurate lead-quality data can cause automated systems to optimise towards the wrong outcome.

Learn Google Ads Through Practical Campaign Experience

Understanding assets is most valuable when combined with practical campaign management, analytics and conversion optimisation. Marketers need to learn how to structure campaigns, select keywords, write relevant ads, configure assets, track conversions and evaluate performance against business objectives.

NIDE’s digital marketing learning pathway connects paid media with broader marketing foundations, analytics, tracking, optimisation, organic discovery, AI and automation.

The practical learning approach is organised around five layers:

• Core Practicals: Build foundational platform and campaign-management skills.
• Applied Practicals: Apply concepts to realistic marketing scenarios.
• Live Campaign Execution: Gain practical exposure to campaign workflows and real client campaigns where assigned.
• Capstone Projects: Connect planning, execution, analysis and optimisation.
• KPI and Scaling Focus: Evaluate performance and learn how to improve results using business-relevant metrics.

The wider curriculum incorporates Generative AI, Agentic AI foundations, automation workflows and advanced advertising topics, including programmatic advertising where specified by the programme. Practical access, campaign assignments and project exposure depend on the course structure.

Explore the NIDE Digital Marketing Courses hub to compare available pathways.

• The PG in Digital Marketing, AI & Growth Strategy is a broader pathway for learners seeking marketing, analytics, AI and growth strategy.
• The Advanced Diploma in Digital Marketing with AI combines core digital marketing disciplines with practical learning and AI-integrated workflows.
• The Performance Marketing course is more focused on paid media, campaign optimisation, tracking, analytics and automation.

Programme features, internship eligibility, placement terms and certification details should be reviewed on the relevant official course page before enrolment. Placement assurance applies only to eligible PG and Diploma learners under NIDE’s stated terms; the Performance Marketing course offers placement assistance rather than a placement guarantee. Where a salaried internship is included, its availability and terms depend on the applicable programme.

Frequently Asked Questions About Google Ads Extensions

1. What are Google Ads extensions called now?

Google generally uses the term assets for these additional elements. Many marketers still use “Google Ads extensions,” so both terms remain common in everyday searches.

2. Are Google Ads assets free?

Creating assets is generally free. However, clicks and certain interactions with ads or assets can be charged according to Google Ads’ pricing rules. Review the current billing guidance for the asset and campaign type you use.

3. Which Google Ads assets should I use first?

Sitelinks, callouts and structured snippets are useful starting points for many Search campaigns. Add other relevant types—such as image, call, location, price, promotion or lead form assets—based on your objective and eligibility.

4. Do Google Ads extensions improve Ad Rank?

Assets can contribute to the expected impact considered in Ad Rank. However, adding assets does not guarantee a higher position. Bid, ad quality, search context and other auction factors also matter.

5. Do assets guarantee a higher click-through rate?

No. Assets may improve visibility and provide useful additional options, but results vary by campaign, query, audience, competition and asset relevance.

6. How many sitelinks should I add?

Google recommends at least four sitelinks where relevant to increase the likelihood that sitelinks can show with your ads. Each should provide a useful and distinct destination.

7. Can Google Ads show assets automatically?

Yes. Google can create or select certain automated assets when its systems predict they may improve performance. Advertisers should review the available settings, asset accuracy and reporting.

8. Can I schedule Google Ads assets?

Some asset types support scheduling, including relevant date ranges or times of day. Availability depends on the asset type. Scheduling is useful for time-limited offers and call assets that should only show when staff can respond.

9. How do I measure asset performance?

Review the available asset reporting in Google Ads alongside campaign performance and conversion data. Use meaningful business outcomes—such as qualified leads, sales and cost per acquisition—rather than relying only on clicks.

10. Are Google Ads assets important for lead generation?

They can be valuable because they provide extra information and additional ways for prospects to contact a business. Their impact depends on how well the assets match the offer, audience and lead-handling process.

Conclusion

Google Ads extensions, now commonly called assets, are an important part of building useful and well-structured Search campaigns. Sitelinks, callouts, structured snippets, images, calls, locations and lead forms can help advertisers give users more relevant information and more ways to take action.

The best results come from selecting assets that fit the campaign, keeping information accurate, using relevant landing pages, tracking conversions correctly and continuously evaluating lead or sales quality.

For marketers who want to progress beyond basic ad setup, combining asset optimisation with keyword strategy, conversion tracking, analytics, AI and automation provides a stronger foundation for performance marketing.

Explore NIDE’s digital marketing programmes to learn how paid media fits into a broader, practical digital marketing and growth strategy.